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Are you frustrated that your sales letter isn't getting results? Do youwonder how you could make a satisfactory sales letter even better?If you said, "yes" to either of these questions then I invite you to readon as you will be richly rewarded. In the next few moments you aregoing to discover how to instantly amplify the selling power of yourdirect mail and web copy. Enabling you to potentially break salesrecords and outsell your competition.
The solution to your lackluster results or desire to improve currentsales is found in one word. Emotion. As you may already knowbuying decisions are based upon emotion and later backed up bylogic. Here's how legendary sales letter writer Robert Collier put it: "Appeal to the reason, by all means. Give people a logical excusefor buying that they can tell to their friends and use to salve their ownconsciences. But if you want to sell goods, if you want action of anykind, base your real urge upon some primary emotion!"
So how do you inject more emotion into your sales letters and thusturbo-charge the selling power of your copy? While there are manyways to 'emotionally-charge' your sales letters, for our time togetherlet's focus on these three shall we?
1) Stir Up Pain - Here's where you want to get inside the heads of yourreaders. Focus on how they have this problem (that your product solves)and that because of this problem, they're hindered, frustrated, troubledand unable to attain their deepest desires because this problem lingers.You want to agitate their perceived problem and make it seem worsethan it really is. You can do this by telling them stories, facts, case historiesand linking their problem to bad scenarios to persuade and influencethem into believing your product is the solution to their problem.
2) Mesmerizing Stories - I already don't have to tell you that storieswill obviously evoke emotion. Watch a tragedy, you'll feel sad. Watch a sci-fimovie and you'll probably feel excitement. Watch a horror flick and you'll morethan likely feel scared. My advice to you, is to weave stories into your sales lettersthat stir up hope in attaining a goal, avoiding trouble or achieving a dream. You can also craft stories detailing what happened to someone who never took action to solve the problem your product or service is intended to solve. This kind of story will produce fear of loss, which is more powerful than desire to gain in most people. You can also use stories that have a 'human' element to it. Simply tell a story about someone whom your readers can easily relate too, describing their problem and the frustrations that go with it in detail. And then, illustrate how this person used your product and solved their problem. Consequently making their life or business much better. This kind of story creates a type of "Social Proof." Meaning it cultivates a follow the leader response.
3) Use Emotional Words Instead Of Logical Words - It's no surprise thatsome words fire off stronger emotions than others. Words like abortion, pro-life, Soviet or dictator have an immediate effect. Other less controversial words such as mom, dad, family, home, friendssister and brother have strong emotional impact. You need to evaluateyour target market and find out what key words your market reallyreacts too. The key thing to remember is that justabout every word has an emotional element to it. If your offer is greedoriented, then words and phrases like "money"; "get rich" ; "six-figures"; and"make money easily" will excite your readers. Ideally you want to use many small, one syllable words that your prospectscan relate an emotion to. Pick five or six key words that'll stir up the emotion you want in your reader and subtly plant them throughout the sales copy to spark an emotional reaction.
Whether you're vexed by a sales letter that gets poor results or youalready have a sales letter that's getting decent results, you now realize whatto do to make it sell more. You simply make it more emotionally-charged. As of right now, you know three shortcut ways to make your sales letters more emotional. They are: stir up pain; use mesmerizing stories; and weave emotionalwords into your copy. Go ahead and start making those changes and if you do this correctly, you should see a rise in sales and profits.
About the Author Mike Jezek is the creator of Mega-Persuasion Psychology?.Sign up for Mike Jezek's acclaimed "Confidential Psychological Selling Tactics" mini-course today at copywriting@worldresponders.com or enjoy more of his articles at www.irresistiblecopywriting.com
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